Olive Garden owner shifts focus to deals
NEW YORK — After new ad campaigns touting the quality of its food failed to spark sales, the parent company of Olive Garden and Red Lobster is retooling its strategy to attract diners with more promotional deals.
The shift comes after Darden Restaurants Inc. this fall moved to update the image of its flagship chains and appeal to diners in their 20s and 30s. Many of those diners want cheaper prices and convenience, reflecting the rise of chains that offer food that’s a step up from traditional fastfood for slightly higher prices.
To address the “affordability many guests need right now,” Darden plans to dial back efforts to revamp the image of its chains and increase promotions that underscore value, the company’s CEO said.